The Revenue Shift:The Revenue Shift: Driving ROI with Email MarketingDriving ROI with Email Marketing
October 30, 2008
“ “ The Internet represents a significant opportunity to extend – and
even improve upon improve upon – existing news brands and reach out reach out to new consumersto new consumers with living, breathing real-time content.
Just because print circulations are declining does not mean does not mean there are fewer news consumersthere are fewer news consumers. In fact, just the just the
opposite is trueopposite is true. ””
Jack Flanagan, executive vice president
Online Newspaper Readership is GROWING.GROWING.
And online readership is RISING RISING at 2x the rate of the general Internet audience!*
*Nielsen//NetRatings for the Newspaper Association of America, 7/07
Monthly online newspaper readers GREWGREW by
more than 3.6 million3.6 million in 2007, a new record*
Declines in print readership are being offset by
INCREASESINCREASES in online readership.
Your Online Assets are Very ValuableValuable to Advertisers:
FREQUENCY
CREDIBILITY
TARGETED
PURCHASING POWER
CONTENT
QUANTIFIABLE
MULTI-CHANNEL
HIGH PROFILE
CUTTING EDGE
ACTIONABLEA Treasure Chest
of Benefits For Internet Advertisers
Advertisers Demanding Increasingly
Narrow Targeted Audiences…Targeted Audiences…
Female, 22 College Student
Male, 33 Married, Home Owner
And consumers are embracing the proliferation of choices that
news media offers in forms of Web and NewsletterWeb and Newsletter content.
Male, 28 Single, Rents
Female, 41 Single Mother
This is an incredible opportunity to monetize monetize your online media.
Consumers will not complain. They are familiar with advertisingfamiliar with advertising…
59%59% of online advertising of online advertising
inventory is in or around the Inbox*inventory is in or around the Inbox*
*adRelevance, 3/08
ADAD
INSERTINSERT
CIRCULARCIRCULAR
ADAD
Take That Approach
OnlineOnline
Targeted
BannersBanners; Timely, Not Obtrusive
Take That Approach
OnlineOnline
Targeted
Stand-AloneStand-Alone Email Messages
Everything is MeasurableMeasurable!
You will know when people open, click and convert.
Giving you and the advertiser a smarter way to deliver ads in the future.
Gets Digital!Gets Digital!
Boston.com, a member of Boston Globe Media and a division of The New York Times, was seeking to execute a sophisticated email marketing plan to support both member retention and advertiser needs. The team at Boston.com selected Datran Media to achieve these goals.
Boston.com gained access to a suite of features including advanced content management tools, flexible and sophisticated reporting capabilities and the ability to reach customers through emerging digital channels to help them meet and outperform their online marketing goals.
Ten Keys to Data CollectionTen Keys to Data Collection
1. Ask for email address at EVERY customer touch point
2. Articulate a fair value proposition
3. Address privacy concerns
4. Link to examples of specific emails and frequency info
5. Give users enough space on forms
6. Don’t ask for too much data up front
7. Do ask for the data you really need now
8. Send a confirmation message
9. Append offline data with email address
10. Leverage social media
Example of a Good Registration PageRegistration Page
Clean, simple layout
Descriptive, straightforward
Effortless sign up
Example of a Not-So-Good Registration PageRegistration Page
Busy, confusing
Privacy statement does not stand out
Asks for too much
information…
What We Recommend for a Registration PageRegistration Page
Keep form simple, ask for only basic information.
Clearly ask permission if they are interested in
third-party offers.
Point out privacy policy
Keep Messages PersonalizedPersonalized
With a little information about your subscriber,
you can send personal messages
like birthday wishes, etc.
A Few Things to Include in a Privacy PolicyPrivacy Policy
Include date privacy policy was last updated
Aggregated Information may occasionally be shared with our advertisers and business partners
Mention you may use Personally Identifiable Information to enhance subscribers’ visit and deliver more individualized content and relevant advertising
Point out that third party advertisers may include cookies that enable them to determine whether you have seen a particular advertisement before.
Create an Easy-to-Use Membership Management PageMembership Management Page
Thank You!Thank You!
Dave Hendricks EVP, [email protected](212) 706-4911
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